Amber Beverage Group (ABG) has hired Theofilos ‘Theo’ Koronakis as its Southern Europe brand ambassador for Rooster Rojo Tequila.
Athens-based Koronakis will focus on three priority markets: Greece, Spain and Italy.
He said: “I am thrilled to be joining ABG. I was once told to ‘be the image you want to convey’ and Rooster Rojo Tequila allows me to do this.
“As a premium Tequila with fantastic liquid credentials and exciting range, I get the opportunity to excite friends old and new, Tequila and non-Tequila drinkers – in a way that has never been seen before within the category – and become the ‘proudest rooster’.”
Koronakis has worked in the hospitality sector for 14 years, including in bars across the UK and Greece. He is a co-owner of the OhMyGod cocktail bar in Athens.
Keith Goulbourne, regional commercial director of Southern Europe at ABG, said: “I have known Theo for years, when he was working for another company, and knew of his professionalism, of the passion for the job he is doing, and his great personality.
“He is a natural fit for this role, as we were looking for someone to boost the awareness and popularity of the brand in Southern Europe, which is already the biggest market in the world for Rooster Rojo Tequila.
“Theo will focus on activations and will also actively participate in content creation for the brand. I wish him success and am delighted that he has become part of the Rooster Rojo team.”
Koronakis has already planned activations for the brand, including one with the Brown Sugar team every Thursday at the Bronco Bar in Athens.
ABG will debut its first mezcal under the Rooster Rojo brand at ProWein 2023 later this month (19-21 March).
In February 2020, ABG appointed Ansis Ancovs as the first global brand ambassador for the Tequila.
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Author: Nicola Carruthers